Development Strategies Of China's Mainstream Business Newspaper In A Competitive Environment

There is no mainstream business newspapers with international influence comes up in China.China's business newspapers are still at the growth phase with existing large gaps to the most powerful internal business media.And those key domestic business newspapers are facing external challenges (intensive homogeneous competition;quick development of cross-media platform & new medium technologies) as well as internal impacts (compelling requirements for renovation and integration on contents, circulation,marketing,branding and communication platforms).How to find the leverage points for development and how to shorten the gaps to those prominent foreign business newspapers,are the study objectives of the article.In this article,marketing researches on the competition status of four representative business newspapers,<21 Century Herald Newspaper>, , and case studies on have been done to explore development strategies of China's business newspapers.Through analyzing their practices on professional operation,region & audience market penetration,brand value proposition,business model & cross media development,the wide realm of study can bring some constructive suggestions to China's business newspapers on their road marching for globalizing.